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My version of the Kia Super Bowl Commercial

Created on March 25, 2010 by Steven Clemens

Rating:
  • Currently 3/5 stars.

Views: 174

SEO Tags: How, bowl, kia, like, me, More…now, sorento, super, you
Favorite of 1 person

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Comment by Steven Clemens on March 31, 2010 at 9:33am
The new version is now available, complete with the "calls to action" and all. Hope you guys enjoy this one better. http://www.youtube.com/watch?v=leyXofQPoKM

Influencer
Comment by Anthony F. DiPasquale on March 29, 2010 at 12:24pm
thanks Steve for acknowledging my "role" as the sock monkey...I had a blast doing this and I am looking foward to future projects ...

Influencer
Comment by Dan Rutledge on March 29, 2010 at 10:16am
Sweet. 1300 fans. That blows my mind.
Comment by Steven Clemens on March 29, 2010 at 10:08am
Ok, sorry I have not been able to comment back until now. When we are at NADA, my General Manager ( by the way I am not a General Manager, I work remotely as an Independent Contracter from Phoenix and fly into Tallahassee once a month to keep the e-commerce operations running smoothly) and I discussed ways that we could get our "fans" on facebook to interact more. If you check out our page (Kia Autosport of Tallahassee) you will notice that we interact and post videos that are sales "call to action". We started to notice in the beggining that the more we tried to sell our fans, the more we lost. So when we created this video, and the future ones, we are going to make it fun for them. It has worked, we have more fans interacting and we are closing in on (1300 fans), and we average just over 1200 visitors to our page each week. In conjuction with that we have increased our web traffic by 190% to the Tallahassee store website.

This particular video is not complete yet, I am going to complete it tomorrow as well as change the title and edit the tags etc. I also accidentely left out the sock monkey off the credits, that was played by Tony DiPasquale, our internet salesman. So please stay tuned for the final version, and thank you for your suggestions.

Influencer
Comment by Dan Rutledge on March 29, 2010 at 9:06am
I agree - there is a value in something like this. I think that it's important for dealers to show their "human" side. This spot does an excellent job of that; 4 people who sell cars just having fun. However, Jimmy Vee's comment that they shoudl be identified at the end is right on the money. On social media, it doesn't need to be an overt pushy pitch, but let folks know who you are and where you work. Otherwise, it's watchable.
Comment by Ralph Paglia on March 29, 2010 at 8:36am
I would love to hear from Steve Clemens about how this was used and what the objectives were.... In the meantime, I am going over to YouTube to see if there is text based calls to action, or if the dealership is directly mentioned or promoted in some way... As always, the marketing and creation of viral video is something that I believe involves more psychology than reason (sic), and whenever people tell me they know how to produce "Viral Success Stories" at whim, I am highly skeptical. Yet, there is something about this effort on Steve's part that I see value in, I just can't quite put my finger on the exact spot yet!

Influencer
Comment by James L Wells on March 29, 2010 at 8:21am
That is why I didn't get it. It looked like a bunch of adolecents just having fun, but I received absolutley Zero marketing message from it. I kept watching and waiting for the message, the point. Any message or any point.
Even social marketing should answer some if not all key points. Who, what, where, when, why, how, and how much? If we watch it again, how many of these points do we see being answered during all the fun and high energy?

Dealer
Comment by AndrewBarter on March 29, 2010 at 8:14am
Love It! Great idea and great effort! I agree with Jimmy Vee's and Dan's comments and would say incorporating them on the next version (Hamsters and Soul?) would make you even more effective. These kind of spoofs are very popular on you tube and with GenY. Great Idea! Go Team K!

Influencer
Comment by Dan Rutledge on March 29, 2010 at 7:47am
I don't want to criticize because you certainly get a "E" for effort. However, nowhere in the video does it clearly identify that you are a Kia dealer and that you are pitching the new Sorento. Just my two cents worth. Looks like you had fun though!
Comment by Jimmy Vee on March 28, 2010 at 8:46am
Guys, there is a bit of context missing from this video and I don't think it's perfect BUT it does belong here on a discussion forum about "Automotive Digital Marketing."

Steve is a general manager at a Kia store. So doing a spoof of a highly popular Kia commercial using his people in the ad and using social media & email to send it out to his customers and local residents can be a VERY effective marketing tool to differentiate and create a personal relationship with prospects and customers (I'm making a couple of assumptions there).

Having fun...is a huge differentiator that most dealers miss when marketing themselves and I think Steve is tapping that beautifully. Don't take yourself too seriously. People are afraid of dealers. Laughter and personality go a long way to combating that.

At the Rich Dealers Institute we use "fun" as a differentiator and curiosity creator with huge effectiveness every single month with our dealers.

This video is missing a few key elements though:

1.) Who the people are in the video. If they are salespeople... I'd have listed their names and their positions at the end when they were next to the characters they were pretending to be.

2.) It needs a Call To Action at the end. So many dealership miss this in both digital and traditional marketing. An example would be: Call now to schedule a personalized test drive with your favorite character. Pick your Kia, pick character (salesperson) and take it for a spin. You could even create a campaign specific landing page just for this video that allows people to schedule the test drive and chose their character. It could have the video playing at the top. No other links or anything. Just the schedule offer. That url could be shown during the whole spot.

The page could also have a short video from each character/salesperson showing off their own style next to where they would select them on the page.

3.) Create and use a GPS (Gravitational Positioning Statement) - It's the one thing that sets you apart from all other dealers and draws people to you. Example: A Crazy, Fun Place To Buy A Car. After that video you could see how they demonstrate that not just a fluff line in an ad.

In a digital world where video and social media are so popular, dealers need to start understanding how these tools are supposed to be used. It's not just doing they same old lame advertising and marketing methods in a new medium. And it's not about "getting your name out there."

Using social media and video wrong doesn't help dealers it hurts them. Doing it wrong just proves you don't have any interest in what the people are there for.

This little video is more right than wrong.

It's obvious there are so many dealers who don't get how to use social media. Just look around Facebook. You'll see many dealers with personal profiles with their name being the dealership name and their avatar as a logo or picture of the dealership.

That tells anyone who actually uses Facebook that you aren't interested in a relationship and you are just exploiting the medium. You just shot yourself in the foot. It's terrible.

Social media is about being social, personal, fun and connecting authentically with people. It's about breaking down the business/consumer relationship and turning it into a person to person or better yet friend to friend relationship and eventually sales transaction.

It's about connecting. This video connects. With some tweaks it could be a powerful sales tool on social media.

Jimmy

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